Tia Maria in pre-Christmas advertising push

Published: 25 November, 2010

Tia Maria is rolling out a new TV ad campaign in the run up to Christmas as part of a £3 million media spend on the brand.

The ads will be screened across terrestrial and digital channels until the end of December and will feature the fashion model Gia Johnson.

The campaign will be backed by on-trade sampling of Tia Breeze, a simple serve combining Tia Maria with cranberry juice, in more than 150 bars across the UK. Consumers who try the sample will be given the opportunity to win high street shopping vouchers when photographed wearing a Tia Maria mask.

In the off-trade branded neck collars will feature the Tia Breeze recipe to encourage trial and interaction with drinkers at home.

Sarah Harding, senior brand manager, said: "Having a strong national TV presence leading up to Christmas will drive sales and reinforce the brand's quality and versatile credentials. This coupled with the on and off-trade sampling activity will reach our target audiences and ensure that Tia Maria is a must-stock brand for retailers and the on-trade alike during this crucial sales period.

"Tia Maria remains a firm favourite within the non-cream liqueurs category. We are committed to rejuvenating and growing the brand. By communicating serves such as Tia Breeze and investing in heavyweight advertising and sampling campaigns, we hope to demonstrate this commitment to the trade."

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